March 3, 2025
Stop Making these $100,000 Mistakes Part 2
In this follow-up to our popular "Stop Making these $100,000 Mistakes" episode, Michael Barbarita and Chuki Obiyo dive deeper into three more costly mistakes business owners make. Discover how undervaluing yourself, not knowing your numbers, and...
In this follow-up to our popular "Stop Making these $100,000 Mistakes" episode, Michael Barbarita and Chuki Obiyo dive deeper into three more costly mistakes business owners make. Discover how undervaluing yourself, not knowing your numbers, and misunderstanding the buyer's journey could be silently draining $100,000+ from your business each year. You'll learn actionable strategies to correct these mistakes and transform them into profit opportunities your competition isn't seeing.
Powerful Business Strategies is broadcast live Mondays at 12 Noon ET Music on W4CY Radio (www.w4cy.com) part of Talk 4 Radio (www.talk4radio.com) on the Talk 4 Media Network (www.talk4media.com). Powerful Business Strategies is viewed on Talk 4 TV (www.talk4tv.com).
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WEBVTT
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The topics and opinions expressed in the following show are
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solely those of the hosts and their guests, and not
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those of W FOURCY Radio. It's employees are affiliates. We
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make no recommendations or endorsements for radio show programs, services,
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or products mentioned on air or on our web. No
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liability explicitor implies shall be extended to W FOURCY Radio
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or its employees are affiliates. Any questions or comments should
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be directed to those show hosts. Thank you for choosing
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W FOURCY Radio.
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Welcome to Powerful Business Strategies, where you will find out
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that everything you have ever learned about growing your business
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is wrong. Finally, a show where you'll learn the right
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way to grow your business by learning business and financial
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strategies that your competition isn't doing. And now here's your host,
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President of Next Step CFO Michael Barbarita, and joining Michael
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for today's show as an executive moderator is Chooky Obia.
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We're welcome to Powerful Business Strategies. You know, the reason
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why you don't hear that more energized voice of Chucky
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Obio welcoming you all to the show is because Chucky's
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wife and Chucky recently welcomed their first baby, chelseydese Obio,
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to the world, So congratulations to Chucky and his wife,
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and Chucky will be on leave for a while in
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the meantime. My name is Michael Barber Rita, President of
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NeXTSTEP CFO, and next Step CFO is a fractional CFO
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and strategic implementation firm. Business owners hire us the double
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and triple their profit through implementing business and financial strategies
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that their competition isn't doing. Our vision is to ensure
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overwhelmed business owners achieve the time, freedom and consistent profits
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to build a legacy and the life the desire and
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our mission is dedicated to guiding those small business owners
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to leveraging their time, exploding their profits, and building a
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meaningful legacy. So the show powerful business strategies in our
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book of the same name is a step toward accomplishing
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that vision and mission. Chocky and I are both affiliated
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with a number of different organizations. Chocky currently serves as
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the managing director of business development for Better Price, a
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global business focused law firm, and in addition to that,
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Cheecky and I collaborate to moderate business roundtables around the
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country and around the world and document those insights as
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part of our book Powerful Business Strategies. But please note
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that the views expressed on this show are our personal
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views based on our own successful experiences, and it's something
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that i'd like to share that I've announced previously. If
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you have a business problem that you'd like us to answer,
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or a question, a business question or a strategy that
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you'd like to ask about, please email us at ask
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at NEXTSTEPCFO dot net. Now it doesn't matter what the
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business problem is or what the question is, and we
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will answer it for you. And there are a couple
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things that we ask them. One, please state whether it
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is something we can answer on the air or if
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it's confidential. Of course, if it's confidential, we won't put
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it on the air. And number two, please provide your
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phone number because business problems can be complex and so
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we might need a little bit more context or clarity.
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That email address again is ask at NEXTSTEPCFO dot net.
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And I want to point out that we've had a
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couple of people with questions that we were able to answer,
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but they did request confidentiality, which we will always honor.
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You know, we business owners wake up each morning, most
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of us think about our goals, our struggles, our own journey.
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We make lists of what we need to accomplish, worry
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about our deadlines, and focus on our personal growth. And
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while self improvement and personal growth is very important, I
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want to challenge you today to think bigger, to think
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beyond yourself, because here's the truth that many of us overlook.
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Every skill you're developing, every obstacle you're overcoming, every lesson
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you're learning, it's not just for you. The universe has
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a bigger plan for your talents. Think about it. Why
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were you given your specific abilities? Why do you have
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your unique combination of experiences. Why do you feel drawn
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to certain paths while others don't. The answer is deceptively simple,
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yet very profound. You were built to be the solution
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to someone else's problem. Your struggles are preparing you to
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understand someone else's pain. Your victories are teaching you how
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to guide others to their own success. Right now as
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I speak, someone out there is facing a challenge that
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only your unique perspective can help them overcome. You are
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the prescription for someone's pain. You know. Every morning, entrepreneurs
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across the country wake up facing the same question is
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it all worth it? The late nights, the constant pressure,
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the never ending challenges. Sometimes it feels like pushing a
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boulder uphill. But here's what separates extraordinary business owners from
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the rest. They understand that challenges aren't obstacles. They're opportunities
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disguised as problems. Every successful business owner I've ever worked
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with didn't succeed because they avoided mistakes. They succeeded because
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they learned to convert those mistakes into stepping stones. Today,
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we're continuing our journey into the costly mistakes that could
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be draining one hundred thousand dollars or more from your business.
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Not to make you feel bad about these mistakes, but
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to show you how to turn them into your greatest
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competitive advantages. Because when you fix what your competition doesn't
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even realize is broken, and breakthrough and success really happens.
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So today we're continuing our explanation of one hundred thousand
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dollars mistakes that could be silently draining profits from your business.
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Last week, we covered three major mistakes not speaking your
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customer's language, not doing things in the right or doing
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things in the wrong order, and having no way to
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separate yourself from your competitors. The response was overwhelming, so
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many of you reached out to share how identifying these
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mistakes has already begun to improve your business. So today
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we're going to dive into three more critical mistakes that
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could be causing you one hundred thousand dollars or more
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each year. First, we'll explore how undervaluing yourself and your
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services is creating a profit leak that most business owners
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don't even realize. We'll show you a conintuitive approach to
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pricing that actually attracts better clients while increasing your profit margins. Second,
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we'll tackle one of the most yet well most common,
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yet devastating mistakes, not knowing your numbers. Now, most business
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owners are flying blind when it comes to their financial metrics,
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making decisions based on good feeling rather than concrete data.
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We reveal the vital five numbers every business owner should
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know and every business owner must go and I understand
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how understanding these numbers can dramatically improve your decision making.
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And Third, will uncover how not understanding the bias journey
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is causing you to leave ninety seven percent of your
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potential market untapped. We'll show you how to capture prospects
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at every stage of their buying decision, not just the
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small one to three percent of people who are ready
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to buy the day. And these mistakes on theory, they're
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real issues. They're real issues that we've encountered working with
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hundreds of businesses across dozens of industries. And here's the
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good news. Like we said last week, they're completely fixable.
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These mistakes are completely fixable. What's truly exciting is that
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when you correct these mistakes, you're not just saving money,
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you're creating new opportunities for growth that competition is even
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aware of. And this is this is about turning problems
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into profit centers. So grab that pen and paper, because
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you're about to discover why everything you've ever learned about
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growing your business is wrong, and more importantly, what to
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do about it. Remember, if you're driving, don't grab that
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pen and paper. Listen to the recording at Powerful business
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Strategies dot com. So, as I mentioned, we talked about
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three major mistakes, so let's dive in. We've already talked
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about the three major mistakes last week, so let's dive
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into that fourth major mistake, costing businesses one hundred thousand
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dollars more, and that's undervaluing yourself and your services. This
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is perhaps the most persuasive mistake I see across, pervasive
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mistake that I see across nearly every industry and business size.
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And here's a startling fact. According to our research, over
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eighty percent of businesses are underpricing their products or services
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by at least five to twenty percent. So for a
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business doing a half a million in annual revenue, that's
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twenty five thousand to one hundred thousand dollars right there.
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So let me share a recent example that really drives
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this home. A consultant in the manufacturing space was charging
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one hundred and twenty five dollars an hour for his services.
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This rate was considered to be the industry's standard, and
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it was what everybody else was charging. And when he
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analyzed the value he was delivering to his clients, he
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discovered his that he was regularly saving them between fifteen
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one hundred and fifty thousand operational cost. Yet he was
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pricing his services based on his time, not the value
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that he delivered. And this is where most business owners
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are wrong. They price based on the cost or their
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time rather than the value they create for their customers.
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It's a fundamental misunderstanding of how pricing actually works. So
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let me be crystal clear about this. Customers don't say
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no to you, They say no to themselves. People only
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say yes to themselves when the value they believe they're
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getting exceeds the price that they're paying. The key word
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here is believed, because it's about perceived value, not just
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the actual value. And this is why demonstrating value is
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so critical to your pricing strategy. Most of the business
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owners simply state their prices without properly building the value first.
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When you've failed to build value, twce becomes the only consideration.
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So here's a framework for building value that allows you
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to charge premium prices. First, identify and quantify the specific
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problems that your product or service solves. Second, demonstrate the
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cost of those problems going unsolved. Third, show the unique
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approach you take to solving those problems. Fourth, provide proof
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that your approach works. And five only then should you
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present your price, which should now seem not only reasonable,
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but a bargain in comparison the value that you're delivering.
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And so let me give you a real life example
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of how this works. A marketing agency was charging three
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thousand a month for their services, right in line with
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their competitors. But by implementing this value building framework, they
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were able to increase their prices to five thousand a
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month while actually in increasing their closing rate. Wow, how
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do they do that? Well? They stop talking about deliveris
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like deliverables like social media management and email marketing, and
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instead they focused on business outcomes that they created, like
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we help manufacturing companies generate between fifteen and twenty five
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qualified leads per month with an average client value of
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twelve thousand dollars. Suddenly, five thousand seem like a value
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compared to the sorry, it seemed like a bargain compared
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to the value that they were delivering, and of course
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they were able to prove that in their presentation. And
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this brings me to an important point about pricing psychology.
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There's a concept called price anchoring that dramatically affects how
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people perceive your prices. When you present a price without context,
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people will compare it to whatever reference point they have
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available and usually guess what it's their competitives prices. But
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when you control the reference point by establishing the value,
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you deliver First, you change the entire dynamic, the entire
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context of the price discussion. For example, if you're a
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business coach, let's say and you say my coaching program
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is ten thousand dollars, Well, that might seem expensive in isolation,
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but if you first established that your typical clientcy is
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a fifty thousand dollars increase in profit after working with you, well,
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suddenly ten thousand seems not only like a reasonable investment,
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but like a bargain. We're getting a question from a listener, Michael.
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Many business owners worry that raising their prices will drive
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away customers. Oh yeah, how do you address that concern? Well,
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that is a common fear. But here's what's interesting. When
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you raise your prices strategically, you typically lose the clients
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you don't want to anyway, The price sensitive clients who
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demand the most time, cause the most headaches. Theyre usually
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the first to go, and they're replaced by clients and
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customers who value quality, results and expertise. Clients and customers
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who are actually easy to work with and more appreciative
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of what you do. Remember, your goal is it to
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work with everyone, is to work with the right people
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who value what you deliver. And here's the other thing.
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If you were with NeXTSTEP CFO, we have a spreadsheet
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that will show you how many customers you can afford
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to lose and maintain the same profit you had before
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the price increase. Many business owners overcome their fear of
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driving away customers when they understand how many customers they
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can afford to lose. So here's another critical aspect of
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value based pricing. Different customers perceive value differently. This is
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why a one size fits all pricing is almost always
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a mistake. So instead, consider implementing tiered pricing options that
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allowed customers to self select based on their perception of value.
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Some people call this a good, better best model. A
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software company implemented this strategy by offering three different tiers
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of service. What was a basic package, which was their
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good nineteen ninety seven per year, a Premium package which
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was there better at three thousand, nine ninety seven per year,
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and their best was a VIP package at seven nine
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and ninety seven dollars per year. Before this change, they
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were offering only one option at twenty five hundred dollars.
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After implementing this tiered pricing, their average sale increased of
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forty two hundred dollars, a sixty eight percent increase. Why Well,
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because different customers value different things, and tiered pricing allows
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them to choose based on what they value the most.
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But here's where most businesses make another costly pricing mistake.
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They focus only on the price itself and ignore the
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payment terms. The way you structure your payment terms can
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have a massive impact on both your close rate and
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your cash flow. There was a business consultant who was
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